Carrying out foreign trade business through a company website may be the lowest-cost marketing method. More and more foreign trade companies have chosen website construction to expand their market share or facilitate their old customers to learn about the latest products through the Internet. and services. However, due to different industries, those who do foreign trade are not familiar with website construction, and those who do websites are not familiar with foreign trade and the Internet habits of foreign customers. There are some collective problems in domestic foreign trade websites. As a result, the website has been online for a year before advertising is ready. It has been half a year, but it has not brought any customers. What is more serious is that the old customers have not been retained, so I can’t help but make a weak guess in private: Do foreigners don’t like to read websites when doing business? Haha, the answer is of course no. , in fact, it is some misunderstandings and detailed issues in website design that make you and your customers go left and right, while you yourself are still in the dark. Here I would like to share with you based on Xie Ke’s many years of experience. I hope it will be helpful to you. Any imperfections or incorrect points are welcome to be criticized and discussed at any time.
The first fatal flaw: There are many English spelling or grammatical errors in the translation of the text on the foreign trade website, which makes foreign customers feel that your company is unprofessional and lose trust;
Many foreign trade companies spend their energy on sending development emails and advertising, but ignore the most basic grammar and spelling of website content. If you browse any domestic foreign trade English website, you will know how many low-level errors there are. It's better not to let go at all. How can a supplier whose company profile and product descriptions are inaccurate allow foreign customers to pay and place orders with confidence?
Some foreign trade companies are doing it themselves in Soho. In order to save money, their English level was mediocre, so they used translation tools to modify it. As a result, instead of producing English instructions, they became English jokes. Some foreign trade companies want to save trouble, from translating to website content. Leaving everything to the website construction company seems very trouble-free, and it is indeed trouble-free, but in the end, it also saves my own business. Just imagine, how can ordinary website construction companies be able to translate professional vocabulary? It is often just using translation tools to borrow flowers and offer them to Buddha. In many cases, , you yourself don’t know yet, and you are still complaining about why the advertising money has been spent so much on the effect. Is Internet marketing a false name? If other people develop e-commerce so well, they must have some martial arts secrets of the seventy-two transformations, right? But you have forgotten yourself. I can't even spell basic words correctly. Therefore, the text content of foreign trade websites must be given full attention and must be translated carefully or professional translators must be hired to translate it.
The second fatal flaw: Foreign trade websites often cannot be opened abroad, or the speed of opening the website is as slow as doing Tai Chi;
This problem is often caused by customers who are greedy for cheap and choose cheap hosting space with no guaranteed quality. It is often very fast and stable in the first few days. After a month or two, it becomes slower and slower, and then it often cannot be opened. , wanting a refund is an impossible mission, wanting to change space feels like a waste, and the invisible losses have far exceeded the one or two hundred yuan saved in the first place. Therefore, no matter how much money you save, do not save money on server space, because as we often say in our lives, unstable host space often causes problems when customers need it. When choosing a hosting space, you can refer to the existing website access status. You can also ask your friends abroad to visit it to see if it is stable and unstable and whether the speed is acceptable. When you cannot access it more than three times a month, You should consider changing the host space. Currently, foreign trade websites generally choose overseas hosting space, and the access speed from abroad is relatively faster.
In addition, there are too many pictures on the homepage, especially Flash animations. It takes several seconds or even ten seconds to download, which is generally not advisable. If background music is added, it will be even slower. Of course, this requires detailed analysis of specific issues. If it is image promotion and brand promotion, such as perfume, luxury goods, clothing design, these websites consider the visual and auditory effect as the first factor, and it may be necessary to sacrifice a little speed.
The third fatal flaw: the interactive functions on the website are unreliable, such as leaving messages and consultations. Foreigners filled in the forms carefully, but they were eager to hear but they didn’t get any reply;
Almost all foreign trade websites have columns or functions for leaving messages and feedback. However, in many cases, foreign trade websites bring very little feedback from customers. When the website was first built, I visited it every day with great interest. After a week, There is no customer information. After a month, there is still no feedback. After three months and half a year, there is still no customer message to inquire about information. Then gradually, interest fades away. Reading every day turned into reading every three days, and finally it became occasional reading on a whim. In the end, customers actually visited the website and left messages for consultation, but they missed it, or several days or even a week had passed by the time they saw it.
Even if the customer sees your reply, they will probably no longer have confidence in such efficiency. After all, all trust is built on the Internet. The solution suggested by Xie Ke is to set the website of your foreign trade company as the default homepage, and read it once every day when surfing the Internet. First, check whether there are any customer feedback inquiries, and second, see if the website can be opened. If you find this troublesome, you can When designing the website, customer consultation information such as website messages and orders are sent directly to the mailbox instead of the website backend management. Then it is very convenient to use Foxmail, Outlook, etc. to send and receive emails. After all, those who do foreign trade do not even read emails every day. That is not the case. The big boss is changing careers.
The fourth fatal flaw: The content of the website is too simple. Many foreign trade websites have nothing but company introduction, contact information and product display. They mistakenly regard the simplicity of the content as the simplicity of the design.
We are used to thinking about the difference between large websites and small websites. In addition to the grand layout, it is whether the content is rich. The first sentence of many customers will say, my website should be simple, just a company introduction, product introduction and contact information. They hope that this can save some money. However, they do not know that they save two or three hundred, but end up missing out on tens of thousands. Orders in the hundreds of thousands are not yet known. Because it is impossible for many foreign customers to come to your company to discuss business in person, the website has become the main window for them to understand your company and business. Some customers may want to see things on the website to feel more confident. Place an order. Just like when we buy daily necessities in a supermarket and buy goods from street stalls, there may be no difference in quality, but the size of the supermarket makes us involuntarily feel that the quality is better than the goods from street stalls, even if the price is a little more expensive.
Moreover, for search engines, the more web pages your website has, the richer the content, the more included pages, and the higher the chance of being searched by customers. Therefore, it is definitely better to have rich columns than simple ones. Even if there is not much special content, it will look more professional than nothing. Especially for some product introduction pages, the more detailed you write the parameters, the easier it is to get search visits for some long-tail keywords or unpopular keywords. Don’t underestimate these visits. Precise searches generally bring high-quality visitors. Data statistics It shows that the probability of ordering these search visits is very high.
The fifth fatal flaw: The website design does not conform to the browsing habits of foreign users, making it difficult for foreigners to find the information they want;
Generally speaking, this problem is not a big one. It mainly depends on the order in which product categories and product lists are displayed. Foreign customers are generally accustomed to arranging them in alphabetical order, while some foreign trade websites are arranged in the order of addition. After there are more product categories and more products, , it seems messy and disorderly. Once, I helped a client arrange them in alphabetical order. The client emphasized that the 1/2/3 product categories he mainly worked on should be put at the front. The client’s psychology was understandable and he wanted to put his advantageous products Putting it at the front is actually unnecessary, but it will appear irregular. We want to emphasize that our main products can be highlighted in the prime position on the homepage, but the product classification is mainly based on the search function. Just like our library, clear and at-a-glance regularity is the most important.
There is another point that is easily overlooked. When we look at some foreign websites, they pay great attention to privacy protection and will have relevant statements such as PRivacy. However, few domestic website builders have such a habit. Clients don’t tell them, designers don’t do it, and even If I help a client create a column like this, the client will also ask what they want it for.
Thank you for carefully reading to the end. I hope it will be helpful to my friends. What I said today are some of Xie Ke’s five years of experience in foreign trade website design. Some of the content may not be very new, but it is completely original to Xie Ke. It is really not easy to type every word with punctuation. I hope that the author Xie Ke will be noted in the reprint. Friends who are interested in further discussion are welcome to add me at QQ403571900 for communication.
Author Xie Ke's personal space This article only represents the author's views and has nothing to do with the position of Webmaster.com.
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